No Place Like Homewood Suites by Hilton
New Advertising Campaign Showcases All the Reasons Guests Can Be At Home with Roomy Suites, Full Kitchens and Bundled Amenities
MCLEAN, Va. - Homewood Suites by Hilton, the international brand of upscale, all-suite, residential-style hotels, recently launched an integrated brand awareness campaign highlighting how easy it is for extended-stay business, family and leisure travel guests to be at home in its spacious suites with full kitchens. The campaign includes TV, print, and online ads, as well as integrated content from ESPN and Food Network's Chopped All-Stars illustrating how at Homewood Suites life on the road can be more about life and less about the road. The campaign was created by Homewood Suites' agency-of-record, Publicis New York and supported by the brand's media, online and public relations agencies-of-record OMD, iCrossing and rbb Public Relations.
The CampaignTargeting business travelers with extended-stay trips and family/leisure travelers who appreciate all the extra space and a full kitchen when on vacation, the campaign highlights Homewood Suites' wide range of bundled amenities.
According to Homewood Suites' global head Bill Duncan, Homewood's most loyal guests continue to choose the brand for their longer stays because it delivers the comforts of home. "From the medical sales executive who relies on his smoothie to get him through a long day of training, to the parents of toddlers that like to recharge in the evening with an hour of watching TV while their kids are sleeping in a separate room, our customer research has found that guests choose us over other hotels because at Homewood they can keep their daily routines and continue to live their life, even while on the road," said Duncan.
The TV spots, which began March 4, will air through mid-June on Food Network aligned with the popular Chopped All-Stars series and throughout regular programming on Golf Channel and ESPN. The print campaign will run nationally in REDBOOK, Food Network Magazine and ESPN The Magazine. Online advertising will appear on FoodNetwork.com, Redbookmag.com and ESPN.com.
"The idea of promising consumers a hotel that's just like their home isn't really very credible. But a lot of what Homewood offers means we can help people have an experience on the road that's closer to their regular life. As we like to say, we make life on the road more about life - and less about the road," noted Publicis New York's executive vice president and creative director Jay Williams.
"Building from our strong value proposition, the campaign keeps it simple and let's Homewood's bundled amenities including roomy studio, one- or two-bedroom suites, full kitchens, and outdoor grills and other recreational spaces speak for themselves," added Duncan.
The campaign also plays homage to Homewood Suites' free daily hot breakfast and evening dinner with drinks,* and complimentary grocery shopping service which allows guests to leave their food wish list for the hotel's staff in the morning and return to a fully-stocked refrigerator.**Just some of the many reasons Homewood Suites was Named "Top Extended-Stay Hotel" eight out of the past 10 years in the J.D. Power & Associates North American Hotel Guest Satisfaction Index.***
Bringing a Taste of Homewood to Your HomeTo deepen the significance of the paid television spots, Homewood's new campaign features two very unique television integrated custom short forms that will air during Food Network's Chopped All-Stars and ESPN's SportsCenter respectively, something none of the hotels in its competitive set have attempted.
"Not only does Food Network index high among current and target Homewood customers, but the Chopped All-Stars series, where contestants are challenged to create a dish from ingredients within a mystery basket, is akin thematically to life on the road for Homewood's business guests. They have long assignments away from home, often with limited per diem budgets, so have learned to be creative with their meals utilizing the Homewood amenities at their disposal to keep variety in their diet," explained Duncan.
Playing off of this, Homewood partnered with Food Network to create a 60 second Chopped Open Your Basket competition short form integrating Homewood in order to showcase the brand's in-room kitchens with full-size fridge. The vignette was filmed onsite at a local Homewood property, using amateur chefs as competitors, and can be seen airing within Chopped All-Stars episodes.
For ESPN and SportsCenter, programming that also ranks high with the brand's business travel target, Homewood created a mini-mercial that includes a quirky depiction of a business travel guest winding down in his roomy suite with a little snack and SportsCenter, appearing to be in work attire during the first shot with a reveal showing the man in his boxer shorts in the second. The mini-mercial will air during SportsCenter from now through August.
"With a line-up of executions that are quirky, feel-good and even unprecedented for our competitive set, our new campaign makes it easy for the business traveler, leisure guest, or parent traveling with their entire family to picture themselves being at home at Homewood Suites," said Duncan.
*Service of alcohol subject to state and local laws. Must be of legal drinking age.
**Guest pays for groceries. Other restrictions apply.
***Homewood Suites received the highest numerical score among extended stay hotels in the proprietary J.D. Power and Associates 2010-2011 North America Hotel Guest Satisfaction Index Studies℠. 2011 study based on responses from 61,313 guests measuring 8 upper extended stay hotels and measures opinions of guest who stayed in a hotel May 2010-May2011. Proprietary study results are based on experiences and perceptions of consumers surveyed June 2010-May2011. Your experiences may vary. Visit jdpower.com.
*Service of alcohol subject to state and local laws. Must be of legal drinking age. **Guest pays for groceries. Other restrictions apply.
About Hilton Worldwide Hilton Worldwide is a leading global hospitality company, spanning the lodging sector from luxury and full-service hotels and resorts to extended-stay suites and focused-service hotels. For 94 years, Hilton Worldwide has been dedicated to continuing its tradition of providing exceptional guest experiences. The company’s portfolio of ten world-class global brands is comprised of more than 4,000 managed, franchised, owned and leased hotels and timeshare properties, with nearly 672,000 rooms in 90 countries and territories, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton HHonors®.